A brief rundown of the most common personalization technologies, what they're normally used for, and the pros and cons associated with them.
Five years ago, I wrote a lot about personalization. Let's return to the topic to look at personalization technologies. The landscape has changed so much in the last few years that finding technology companies that just make products centered around these technologies is often difficult. Many have been bought by large CMS (define) or other platform companies. (If you're a personalization technology vendor, contact me, as I'm compiling a list for a future column.)
Personalization Technologies: An Overview
While most people know what collaborative filtering is, many don't realize it's only one of many technologies used for personalization. Depending on the problem, many technologies (most from the artificial intelligence world) exist to solve those problems. Finding vendors that aren't just academic groups for some of these technologies is difficult, however.
Here's a brief rundown of the most common technologies, what they're normally used for, and the pros and cons associated with them. Note: some companies have found workarounds for the cons I list. I list the cons here that are traditionally associated with the raw algorithms, understanding that products built around these algorithms do their best to mitigate these cons.
Vendors and Other Technologies
Are you using other technologies to enable personalization? Are you a personalization vendor specializing in one of the above technologies or a different one? If so, contact me. If there's sufficient interest in this topic, I'll write individual columns about each technology, along with the appropriate vendors.
Until next time...
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Jack Aaronson, CEO of The Aaronson Group and corporate lecturer, is a sought-after expert on enhanced user experiences, customer conversion, retention, and loyalty. If only a small percentage of people who arrive at your home page transact with your company (and even fewer return to transact again), Jack and his company can help. He also publishes a newsletter about multichannel marketing, personalization, user experience, and other related issues. He has keynoted most major marketing conferences around the world and regularly speaks at Shop.org and other major industry shows. You can learn more about Jack through his LinkedIn profile.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT